STANLEY Tools

The Backstory: STANLEY demanded personality, and it was my job to deliver ideas worthy of this iconic brand. I was responsible for ideation, concept development, and the presentation of all creative. This included print and banner ads, as well as tactical executions, social strategies, promotions, and more.

Why It's Here: I love the headlines. There, I said it. The tone and personality carried well across all products and media, and it was a lot of fun to create decks and pitch creative for a brand I knew as a child.

PROTO

My Role: Copywriting | Copyediting | Creative Direction | Strategy | Concept DevelopmentThe Backstory: PROTO creates industrial tools found on the world's toughest job sites. Think oil rigs and coal mines. My challenge was to cleverly show how PROTO stands up to these conditions and looks out for these workers. Why It's Here: These pieces reflect the attitude of PROTO, in particular their commitment to customer satisfaction and safety. For the long copy piece, I had the client close their eyes as I read it aloud. The term "goosebumps" was thrown around, and it had nothing to do with R.L. Stine.

Intel Security/McAfee

The Backstory: For Intel's holiday promotion, I came up with the Island of Hackable Toys, an idea based off of the Island of Misfit Toys. I wrote all content including holiday poems for each product page and Christmas carol parodies related to each product. I was responsible for video content, as well. I also helped develop the sweepstakes and sharing functionality that garnered thousands of entries.

Why It's Here: The idea was approved by the client almost instantly, and it was a lot of fun to grow each section. I enjoyed the challenge of writing the song parodies, as well as writing the page poems. This project gave me the ability to work closely with design and development, and help lead a young team through a project with a lot of moving parts.

Liftoff, The Happy New Drone (Set to the tune of "Rudolph, the Red Nosed Reindeer")

Uncle Julio's

The Backstory: After successfully rebranding Uncle Julio's, our next mission was to showcase their new Chocolate Pinata. As UJ's prides themselves on fresh ingredients and made from scratch meals, I worked with a designer to create "Fonts of Fancy", a whimsical TV spot that highlighted the key ingredients. From there, I helped create a social contest that asked people to pick their own smash style.

Why It's Here: "Fonts of Fancy" was recently awarded a W3 Gold, my first for video. But I really love the smash style execution. The personalities not only tie in with the product, the copy also connects users to various other menu offerings. And I can't lie, I was particularly proud of the "lager for a logger" line.

Chocolate Piñata - Fonts of Fancy

Deloitte

My Role: Copywriting | Copyediting | Concept Development

The Backstory: Deloitte was looking to create an e-campaign to mail prospective hires. They wanted the campaign to communicate their values in a fun and interesting way. Working with our Head of Digital Media, we created this campaign, complete with breakdancing robot.

Why It's Here: I got to play the breakdancing robot! (If only the links were still active...shoot.) Plus, this campaign received several awards, including:

Logitech

The Backstory: Logitech was looking to ride World Cup fever with a lineup of flag-themed mice. I dreamt up the following executions to play off of the themes of soccer, fandom, and national pride.

Why It's Here: I think that every great creative should be an idea person first. I came up with these visual executions long before I had even considered any headlines. To me, this is the only way to do solid work (and sell mice to a few hooligans).

Hope's

The Backstory: Hope's came to us in need of a serious rebrand. It was my job to help them develop a voice that communicated a high-end brand that is also eminently relatable. It was important to tap into the daily lives of their customers, and bring some personality to the products. I then created the "Good, Great, Perfect" campaign to play off of Hope's usage of "Perfect" in their product names.

Why It's Here: I love branding. It's a lot of fun to help brands develop their voice and see themselves in a different light. I also got to inject personality into a rather dry subject matter, and worked with our design team to create the visual aesthetic of the site. The campaign fell quite naturally out of the rebrand, and I was extremely pleased to marry our branding efforts with Hope's first campaign with us.

AnkleAid

The Backstory: Our multimedia developer threw in a 1950s music track into the video as a joke, but for whatever reason, it spurred something. I told him to give me 10 minutes to whip up a script, and the client approved it with no changes.

The print executions were written for a golf course and Planet Fitness, respectively. With this brand, I have the freedom to have a little fun with every communication.

Why It's Here: I'm always looking for opportunities to inject creativity into everything I touch, and the AnkleAid demo video was no different. It's pretty cool seeing an ankle treatment device demo video get almost 17,000 views on YouTube. What's even better, not a single soul expected to see what we delivered.